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Chapter 5 - All In London
www.allinlondon.co.uk
All In London is owned and
operated by the Kolberg
Partnership, and managed by
a core of three people (1 Sales and Marketing, 1 Technical and 1
Finance). They are all twenty-somethings who enjoy living and going out
in London.
We spoke to their Sales and
Marketing Director Paul Carter.
Your name: Paul Carter
Position: Sales and Marketing Director
Company name:
All In
London (Owned and operated by
The Kolberg
Partnership Ltd)
Website URL:
www.allinlondon.co.uk
www.kolberg.co.uk
Your company / website vision statement / goal:
To become the destination
for London-centric online enquiries;
from What’s On guides, attraction information, business
information, hotel and restaurant bookings, tickets and jobs to London
news and community driven London discussion – with a target userbase
spanning London visitors and residents alike.
What you sell / services you offer (brief description of your company):
To users, All In London provides an unbiased accurate source
of information for all aspects of life in
London with the vast
majority of information displayed on
the website coming directly
from the restaurants, hotels,
businesses, event promoters and
venues themselves and
not from syndicated news
feeds. As well
as accuracy this method of sourcing
information ensures that All
In London displays unique content and
not a duplicated rehash
of competitor websites.
To clients and businesses that list on All In London, the website
provides a strong web-presence for products, services and event
information – allowing a strong delivery channel to a large
targeted userbase.
Revenue streams include priority paid-for business, job, hotel,
restaurant and bar listings; banner advertising and various
commission channels.
Have you always wanted to run your own business? What were some of your
previous jobs / companies?
I had previously worked in a sales role in the biotechnology
industry. This is a highly competitive field and one which, at the
time, had yet to fully unlock the potential of the internet as a sales
tool and used websites as little more than a client lounge.
Few companies in the industry were using their websites to
attract new business and “website optimisation” stretched only
to redesigning the colour scheme!
As I took a more contributory role in the company I soon
identified that working for such a large corporation meant that progress
in the implementation of ideas and strategies was very
slow indeed. It was here that a glass-ceiling in that respect
presented itself and suddenly the idea of my own company with
a lack of red-tape and bureaucracy became very appealing.
To illustrate: in a situation then an idea could take up to 12
months to implement, but now, in extreme cases, we can have
an idea at a Monday morning conference and have that idea
plugged into the website and generating revenue within 24 hours.
I would now find it very difficult to go back to a situation where
my effort and enthusiasm didn’t directly influence the success of
an idea or strategy.
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